William Grant rolls out off-trade sales initiative

William Grant & Sons UK has launched a new campaign encouraging retailers to maximise sales in the run up to Christmas.

The family-owned company is offering retailers the chance to win up to 70 cases of free stock

Starting on 1 October, the ‘Get your sales on the move’ campaign will offer outlets ways to increase impulse sales as well as the chance to win free stock for a year.

The campaign includes a wholesaler incentive for those stocking brands from the company’s portfolio including: Glenfiddich, Grant’s, Russian Standard, Sailor Jerry and Three Barrels.

The main prize will see one retailer win up to 70 cases of William Grant & Sons UK stock for a year, and is supported by several instant win and prize draw competition pools.

To drive rate-of-sale in convenience stores, every promotional bottle includes an on-pack consumer competition, offering shoppers the chance to win ultimate party experiences with a group of friends, among many other prizes.

Martin Silver, customer marketing manager, William Grant & Sons UK said: “This campaign allows us to build on our existing relationships with our convenience partners, and increase the distribution of our portfolio in the run up to Christmas, a major period for both brands and retailers.

“The activity also aligns to a trend identified in the 2017 William Grant & Sons UK Market Report, which shows that consumers are increasingly looking to host at home and are searching for premium ‘home-entertainment’ experiences.”

“We want to encourage convenience outlets to use these brands from our portfolio and the ‘For Whatever the Night Brings’ campaign to achieve excellent sales in their store.”